REPORT

CMOs are facing growing budget pressures and increased expectations to drive positive ROAS from their media investments. Optimizing media spend based on always-on attribution has proven to drive increased incremental sales and revenue in a new study conducted by InMarket, in cooperation with the CMO Council.

The study based on an analysis of 109 large ad campaigns shows that advertising can achieve an 11x improvement in media effectiveness when leveraging real-time, in-flight optimization based on always-on attribution. This report highlights the challenges brands are facing in optimizing their online attribution and delves into the best-practices to leverage real-time tools to optimize their media spend.